For Wensinks Mercedes-Benz dealership we – NDC mediagroep – created this concept to activate their brand at and towards the Gamma Racing Day 2020 at TT Circuit Assen. We made a connection between northern pride Nyck de Vries, a young and successful driver for the Mercedes-Benz EQ Formula E team, and e-sports/simracing. Gamma Racing Day is a great event for families, so we wanted to include the kids in this concept: show your simracing skills, challenge your dad (or your friends), challenge one of the best drivers in the world and become the Rising Star. The star also refers to the famous Mercedes mark, off course… Unfortunately the event and the project got canceled due to the covid pandemic.
Activation · Campaign · Concept · Design
The first part of the campaign was to create awareness for the challenge, that starts as a tour along all Wensink Mercedes-Benz dealer locations in the northern part of The Netherlands. They each have their own Rising Star day, where visitors can come in and race on the simulator.
The second part is at the Gamma Racing Day event. After the selection races at the dealerships, the fastest players are invited to challenge Nyck de Vries in a live battle race. This will be hosted on a stage, surrounded by the newest, hottest cars Mercedes has to offer. The winner wins a once in a lifetime race experience with Nyck de Vries.
My task in this project was to create and design the concept, campaign and presentation, including: logo, visual identity, impressions of the landingpage, campaign material, deliverables for participating dealers etc.